The Powell Report: Radio Survey 2/2011

April 2 2011, 8:21 am | BY Martin Trevaskis | No Comments

Initiative Business Manager Joy Powell’s analysis of PerthRadio Survey 1/2011 released last Tuesday.

Overall Results All People 10+

#1 : MIX 94.5 .. was 15.2 – NOW14.1 (decrease of 1.1%) *same level of decrease last survey.

#2 : ABC720 .. was 12.3 – NOW 11.9 (decrease of 0.4%)

#3 : 92.9 .. was 12.2 – NOW 11.6 (decrease of 0.6%)

#4 : NOVA .. was 9.3 – NOW 10.5 (INCREASE of 1.2%)

#5 : 96fm .. was 9.5 – NOW10.0 (INCREASE of 0.5%)

#6 : 6PR .. was 8.5 – NOW 9.1 (INCREASE of 0.6%)

#7 : JJJ .. was 9.4 – NOW 8.8 (decrease of 0.6%)

#8 : 6IX .. was 5.8 – NOW 5.3 (decrease of 0.5%)

Comments & Observations

• Changes in ranking orders were:

– NOVA previously # 6, now # 4

– 96fm previously # 4, now # 5

– 6PR previously # 7, now # 6

– JJJ previously # 5, now # 7

• Three stations gained share P10+ : 96fm, NOVA & 6pr (all others lostshare).

• Drive figures for 92.9, 96fm & NOVA (with their new on-air teams in thissession):

– 92.9 : down 0.6% but still No. 1 Drive (was16.0 now 15.4).

– 96fm : up 0.9% (was 7.9 now 8.8).

– NOVA : up 1.7% (was 9.5 now 11.2).

• MIX 94.5 – station is still the No. 1 station for All People 10+. MIX holds No.1 positions P10+, P40-54 & P55-64. MIX also holds No. 1 position inMorning & Afternoon sessions and Weekend listening. They are No. 2 in Drivesession and are still the No. 1 commercial station in Breakfast. So no changesto the aforementioned. Only concern would be some further share loss in P25-39.They did experience share losses across most main demographics (excluding P65+)and also share losses across all sessions, including weekends.

• ABC720 retained overall No 1 station P65+ and Breakfast. They also took out theoverall No. 1 spot in Evening session, so now 2x sessions under their belt.

• 92.9 retain their No. 2 commercial station position All People 10+ and weekendlistening. They are also the No. 1 commercial station P18-24 & Evenings. 92.9is also outright No. 1 for both P10-17 & Drive session.

• NOVA had the highest increase of any station for P10+ (+1.2%) placing them asNo. 3 commercial station overall. They are now No. 1 commercial station P25-39and are No. 2 commercial station in Breakfast & P18-24. Their Breakfastresult is the best result for this session since Survey 6/2008. Station alsostill retains No 2 position P10-17.

• 96fm retained their No. 2 position P40-54 and Morning session. They also pickedup No. 2 position for Afternoon session this survey.

• 6PR had increases P25-39, P40-54 & P55-64. Session increases acrossthe board (excluding Afternoon). They are still No. 1 commercial stationfor P65+.

• JJJ retained their overall No. 1 spot for P18-24 and P25-39.

• 6IX only session gains were in Evenings and weekend listening. Other increaseswere P10-17, P18-24, P40-54 & P54+. They are No. 3 commercial station forP55-64.

DEMOGRAPHICS

PPL 10-17

• A few big losses (decreases) for this demographic: MIX 94.5 (-7.8%), 92.9(-5.0%) and JJJ (-4.0%).

• Largest increase for this demo was by NOVA up (+13.0%).

#1 : 92.9 – 37.0%

#2 : NOVA – 31.2%

#3 : MIX 94.5 – 9.6%

#4 : 96fm – 7.3%

#5 : JJJ – 4.7%

Similar to last survey, again 96fm &JJJ swapped positions.

PPL 18-24

• Biggest loss for this demographic was from MIX 94.5 (-3.1%).

• On the flip side highest increases were by JJJ (+3.0%) & 96fm(+2.1%).

#1 : JJJ – 26.1%

#2 : 92.9 – 22.1%

#3 : NOVA – 20.1%

#4 : 96fm – 14.6%

#5 : MIX 94.5 – 9.5%

Only position change this survey was 96fm& MIX 94.5 swapped positions

PPL 25-39

• Increase worth mentioning was NOVA (+1.6%).

• Main losses from 6IX (-2.1%) and MIX 94.5 (-1.3%).

#1 : JJJ – 19.7%

#2 : NOVA – 16.7%

#3 : 92.9 – 16.3%

#4 : 96fm – 14.8%

#5 : MIX 94.5 – 11.8%

Only position change was NOVA & 92.9who swapped their previous positions.

PPL 40-54

• A few increase for this demographic: 6PR (+1.8%) and 6IX, NOVA & 96fm allincreasing (+0.2%).

• Biggest decreases were from MIX 94.5 & JJJ both (-0.8%).

#1 : MIX 94.5 – 24.1%

#2 : 96fm – 13.6%

#3 : ABC720 – 10.8%

#4 : 6PR – 10.3%

#5 : 92.9 – 9.2%

#6 : 6IX – 8.6%

#7 : NOVA – 7.4%)

#8 : JJJ – 3.5%

6PR & 92.9 were the only two stationsto swap positions. No other changes.

PPL 55-64

• Main increases were by 96fm (+2.1%), NOVA (+1.0%) and 6PR (+0.9%).

• Decreases by 6IX (-3.7%), ABC720 (-1.8%) and MIX 94.5 (-1.3%).

#1 : MIX 94.5 – 17.3%

#2 : ABC720 – 16.1%

#3 : 6PR – 11.3%

#4 : 6IX – 10.8%

#5 : 96fm – 6.1%

The only stations to hold their positionwas MIX 94.5, ABC720 & 96fm. All other positions changed.

PPL 65+

#1 : ABC720 – 29.38%

#2 : 6PR – 20.7

#3 : 6IX – 4.8%

#4 : MIX 94.5 – 4.3%.

No position changes.

WEEKDAY SESSIONS

Breakfast

All positions changed with exception of ABC720,MIX 94.5 & 6PR.

#1 : ABC720 (no change) – 16.3% * DECREASE of 0.6%

#2 : MIX 94.5 (no change) – 14.4% * DECREASE of 0.9%

#3 : NOVA (previously # 5) – 11.4% * increase of 1.8%

#4 : 92.9 (previously # 3) – 10.3% * increase of 0.2% AND 6PR*(no change) – 10.3 * increase of 0.6%

#5 : 96fm (previously # 6, only # 5because of equal 4 positions above) – 8.8% * No change

#6 : JJJ – 7.1% DECREASE of 0.1%

#7 : 6IX – 4.6% DECREASE of 1.5%.

Morning

• Only MIX 94.5, 96fm, NOVA & 6IXremained unchanged. All other positions changed.

#1 : MIX 94.5 – 14.7%

#2 : 96fm – 13.5%

#3 : ABC720 – 10.4%

#4 : 6PR – 10.0%

#5 : JJJ – 9.7%

#6 : 92.9 – 9.6%

#7 : NOVA – 9.3%

#8 : 6IX – 4.9%

Afternoon

• Only MIX 94.5 & 6IX remain unchanged. Allother positions changed for this session.

#1 : MIX 94.5 – 15.1

#2 : 96fm – 13.7%

#3 : 92.9 – -9.68%

#4 : NOVA – 11.1%

#5 : JJJ – 10.2%

#6 : ABC720 – 8.1%

#7 : 6PR – 8.0%

#8 : 6IX – 5.2%

Drive

• NOVA & ABC720 swapped positions (NOVAnow # 3 and ABC720 now # 5). No other position changes.

#1 : 92.9 – 15.4%

#2 : MIX 94.5 – 14.5%

#3 : NOVA – 9.5%(previousl
y # 5)

#4 : JJJ # 4 – 10.0%

#5 : ABC720 – 9.7%(previously # 3)

#6 : 96fm – 8.8%

#7 : 6PR – 8.3%

#8 : 6IX – 4.1%

Night

• Only MIX 94.5 & JJJ retained previouspositions. Changes are noted below.

#1 : ABC720 – 15.7% (last survey # 2)

#2 : 92.9 – 15.4%(last survey # 1)

#3 : MIX 94.5 – 10.6%

#4 : 6PR – 10.4% (last survey # 5)

#5 : NOVA – 9.5%(last survey # 4)

#6 : JJJ – 7.3%

#7 : 6IX – 4.4%(last survey # 8)

#8 : 96fm – 3.7%(last survey # 7)

PEOPLE 10+ CUMULATIVE AUDIENCE FIGURE

• Cume audience losses (-106,000) compared togains just (+7,000)

• All commercial FM stations lost cumeaudience, with 96fm down 27,000, Mix 95.4 down 25,000 and 92.9 down 24,000 -the smallest lost being NOVA down 4,000.

• There were no position changes for P10+cume.

#1 : MIX 94.5 – 446,000 (down 25,000)

#2 : 92.9 – 444,000 (down24,000)

#3 : NOVA – 363,000 (down4,000)

#4 : ABC720 – 293,000 (down1,000)

#5 : 96fm – 265,000 (down27,000)

#6 : JJJ – 235,000 (down 19,000)

#7 : 6PR – 184,000 (UP 7,000)

#8 : 6IX – 133,000 (down6,000)

PEOPLE 10+ AVERAGE AUDIENCE FIGURE

#1 : MIX 94.5 – 32,000 (down3,000)

#2 : ABC 720- 27,000 (down2,000)

#3 : 92.9 – 26,000 (down 2,000)

#4 : NOVA – 24,000 (UP 2,000)

#5 : 96FM – 23,000 (UP 1,000)

#6 : 6PR – 21,000 (UP 1,000)

#7 : JJJ – 20,000 (down 2,000)

#8 : 6IX – 12,000 (down 2,000)